MTG to launch third free-TV channel in Lithuania

September 16 2011

Modern Times Group MTG AB (publ.) (‘MTG’ or ‘the Group’), the international entertainment broadcasting group, today announced that it will launch its third free-TV channel in Lithuania on 3 October 2011. The new entertainment channel – TV8 – is focused on 35+ year old women and will complement existing channels TV3 and TV6.

MTG is the largest ‘Media House’ in Lithuania with a combined average year to date commercial share of viewing of approximately 30% amongst 15 to 49 year olds.

TV8 will be positioned between the family-focused TV3 and male-skewed TV6. The new channel will broadcast high quality female-oriented programming in Lithuanian and Russian, including locally produced talk shows and dramas, as well as international content such as ‘The Martha Stewart Show’, soap operas such as ‘The Bold and the Beautiful’, hit telenovelas, movies and lifestyle programmes.

TV8 will be available in more than 60% of Lithuanian TV households from launch, via satellite on MTG’s own Viasat DTH platform, as well as through Lithuania’s major cable TV and IPTV networks.

Hans-Holger Albrecht, President and CEO of MTG, commented: “The launch of TV8 is in line with our ‘media house’ strategy to launch complementary channel formats that deliver attractive audience groups for advertisers and grow our overall reach. This launch is also timed ahead of next year’s transition to a digital multi-channel environment in Lithuania with the planned shutdown of analogue terrestrial broadcasting. Our Viasat satellite platform is well-placed to benefit from this transition with its integrated subscriber offering of free-TV channels, premium sports and movie channels, and thematic documentary channels”.

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